1. BRINGING BACK LEXUS TO JAPAN Strategy 2011 ADSS Advertising

3. LEXUS BRAND Your current position

4. Luxury car brand High level of after sale services (Competitive Advantage) Latest hybrid innovation technology Gadgets and extras Advanced Sophistication Image Current Brand Statements

7. 500,000 Luxury cars in 2007Lexus: a successful global brand?

8. Issues on the Japanese market

9. ADSS ADVERTISING CONCEPT FROM ADVERTISING TO ADVERTAINMENT

12. …In keeping with Lexus positioning…

13. …Which suits to Japanese expectations…

15. New media oriented

16. Create content to entertain the target

18. Both want distinction from other luxury brands 1 – The target audiences

19. How do we want them to react?

21. Inform consumers about Lexus’ hybrid technology know-how

22. Communicate through innovative contents to differ from competitors

23. Reinforce Lexus’ credibility in Japan

24. Involve Lexus target’s emotionally2 –Campaign objectives

26. Influencers: The power to have an effect on people or things, or a person or thing that is able to create desire. 3 – The Campaign Message recognize what the next big thing is confidence early adopters authority really valued opinion well respected influence by acts everyone else pay attention to trusted

29. 4-Campaign Process

30. Stage 1- Media Planning & Creative actions

31. Stage 2 - Media Planning

32. Stage 2 - Creative Actions

33. Stage 3 - Media Planning

34. Communication Actions: Stage 3

35. Stage 4 - Media Planning & Creative Actions Click here to see the Audiovisual Mapping!

36. Final Gross Budget

37. The campaign will be monitored with several tools during and after the campaign. This ongoing evaluation will allow us to anticipate any problem on a media of the plan. 5 - Evaluation

38. Recommendations Sales staff training Regular updates on Social Media Support the Buzz Lexus in Japan From Inspiring to Influence the world! Powerful concept Integrated media plan Participative actions with Japanese Conclusion

39. Thanks for your attention Be the next brand to INSPIRE the World with ADSS Advertising!